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10 Posts authored by: crowds2crowds

Reminders.jpgTracking a lead’s activity is easy using MA. And while tracking inactivity is just as easy, it can be even easier to annoy those that don’t respond by reminding them to respond. And then reminding them to respond to your reminder. And finally reminding them there is still time to respond to your last 3 reminders. Yikes, you see where this is going.

 

Example:

 

  • You send out an email with a special offer
  • After 7 days you send the same email with a different Subject Line to those who didn’t respond.
  • 5 days later you send a “Still Time” to those who still haven’t responded.
  • 3 days later you send a “Last Chance” email to those who haven’t yet responded
  • 2 Days later you send a "Final 24 Hours" email to those who still haven't responded

 

At best, you are training your by now catatonic leads to actually ignore the first few emails, knowing they will be receiving reminders as the deadline approaches. Once they are trained to ignore certain emails from your company however, it won’t be long before the rest of your emails may start to get ignored.

 

At worst, you are probably annoying leads that aren’t responding for a reason. Maybe it’s the wrong product or wrong person or even the wrong time.

 

Now if you work for a large enterprise, with multiple BUs, imagine what would happen if your leads got bombarded with multiple reminder emails from multiple campaigns from multiple business units. How would you feel if you received 6 reminder emails, all related to different offers, from the same company, on the same day. It happened to me... I unsubscribed.

 

Recommendations:

 

  • If you only send one email campaign every quarter, then reminder emails are completely appropriate. But if you’re like many clients and send campaigns weekly or even monthly, use Reminder Emails strategically.
  • Don’t include them as routine steps in your campaign template, otherwise you will definitely train your leads to ignore the originals over time. Use reminder emails where they really matter. The big stuff.
  • Take a look at the conversion of all emails related to a campaign. The initial offer/invitation and subsequent reminders. If you see a spike in conversion at the beginning and at the end, maybe its time to cut out the middle.
  • Make sure someone controls the overall volume and timing of emails from all sources within your company. Gating the flow of emails can get tricky and complicated with hierarchy rules, but at its simplest, it’s easy to create a little program that checks to see whether someone has received any marketing email within the last X days and if so, the campaign only sends the current email when the answer is no. This mandates a small break between the consistent onslaught (er, I mean flow) of emails.
  • Finally, get proactive about motivating people to update their preferences. This should cut down on having to rely on reminders in the first place. It’s a hard sell to get someone to actually go to the trouble of updating their preferences, but if you make it worth their while, everyone wins. Knowing which content a lead has chosen as relevant is worth double its weight in gold, so make sure the reward for divulging this vital info is of equal value. A new car perhaps? jk.

 

BTW: Sending an email reminding people to respond to previous reminder emails requesting they update their email preferences usually doesn’t work .


Steve Kellogg

Eloqua Certified Marketing Automation Best Practices Consultant, Astadia


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Eloqua's out-of-the-box subscription options do a brilliant job of managing email subscriptions. If your company offers multiple types of email subscription choices, it can be challenging however to present all these in a way that doesn't overwhelm subscribers who actually take the time to manage their preferences. If the list is too long, subscribers tend to go right to the global unsubscribe option. If the options seem too hard to understand or manage, same thing.

 

In this short video I walk you through 2 great examples of custom email subscription preference pages that we recently helped develop for 2 high profile clients. We thank them for allowing us to showcase these.

 

Screenshot of Custom Sub Pref Center.jpg

 

The more products or services you have, the more countries you do business in and/or the more types of communications you offer, the tougher it is to get a good handle on managing subscription preferences in a way that supports not only your entire enterprise, but also the customer. Marketing Operations earns its keep on this one issue alone.

 

Have you executed a particularly successful custom subscription preference center?

 

Steve Kellogg

Eloqua Certified Marketing Automation Best Practices Consultant, Astadia


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Lead Management Food Image.jpg

 

Without a formal lead funnel model in place, marketing might think they are serving quality leads to sales, yet sales thinks the leads generally stink.

 

Recent B2B trends in lead management have sparked an updated funnel model from our friends at SirusDecisions. Watch as we dissect the new model and evaluate how and why a formal lead funnel model can (1) bring your sales and marketing teams even closer together and (2) help you begin predicting future pipeline revenue.

 

To watch the video, click here.

 

Steve Kellogg

Eloqua Certified Marketing Automation Best Practices Consultant

 

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Why is revenue attribution so painful?

 

Because it's complicated.

 

Learn successful methodologies, what some other companies are doing, gotchas and best practices in this short but very informative video.

 

Click here to watch the video.

Revenue-Attribution-Video-screenshot.jpg

 

Whether you are just dipping your toe into the revenue attribution waters, or you've a master scuba diver, share your adventures!

 

5-30-12 UPDATE: Eloqua will enable Custom Revenue Attribution for Express users in the June 2012 Release. This is great news!

 

Steve Kellogg

Eloqua Certified Marketing Automation Best Practices Consultant, Astadia

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Learn more Eloqua Best Practices: Visit my website: crowds2crowds.com

Thinking about creating a form?

 

Watch this 60-second reality check video and make sure it conforms to the Top 5 B2B Form Submitter's BILL OF RIGHTS.

 

It's funny but true.

 

 

 

 

Steve Kellogg

Eloqua Certified Marketing Automation Best Practices Consultant, Astadia

E10 Level One Certified Consultant

You've worked tirelessly on crafting just the right message. So how do you get it through the sea of other relevant emails in a typical Inbox?

 

It turns out people use a series of filters to quickly evaluate the worthiness of any given email. Watch this short video as I identify what these filters are and how we can leverage them to our advantage.

 

You might even laugh.

 

 

 

 

 

 

 

 

If you can't see the video above, please click here: http://www.youtube.com/crowds2crowds

 

 

SUBSCRIBE to my new YouTube Channel to see other videos like this.

 

 

 

 

Steve Kellogg

Eloqua Certified Marketing Automation Best Practices Consultant, Astadia

B2B sales cycles can be quite long. One of the reasons is because there is an unseen buying committee behind the curtain that all want to weigh in on the decision and purchase process. So how do you deliver nurturing content to the buying committee when you don't even know who they are?

 

Watch this short, informative and entertaining video to learn more!

 

 

Visit http://www.youtube.com/crowds2crowds

 

 

 

Steve Kellogg

Eloqua Certified Marketing Automation Best Practices Consultant, Astadia

iStock_000000698317XSmall.jpg

 

After months of planning, preparation, content creation and all the other hard work that goes into creating a compelling webinar, the XYZ company (actual company name witheld) was finally ready to launch their very first webinar event.

 

The speaker was lined up, the slide presentation was finalized and the webinar vendor selected.

 

Thanks to some great marketing Best Practices work on our part (sameless Astadia plug ) there were 3 times as many registrations as the company ever expected. The virtual room was packed and everyone was ready to get started. Customary housekeeping announcements were made (be sure to mute your phone, there will be Q&A at the end, etc).

 

All was going brilliantly until about 10 minutes prior to the end of the webinar when a faint conversation started in the background on the webinar conference phone line. One of the participants forgot to mute their phone and his conversation with one of his employees was getting louder and louder.

 

The audience soon realized that the conversation he was having was a very personal HR discussion with an employee about their prolonged illness. "Do you need to take an extended leave of absence?" "What is your overal prognosis?" It was extremely uncomfortable for everyone to have to listen to, even briefly.

 

Now, normally the moderator would have simply done a "MUTE ALL", however she couldn't because the presenter was calling in remotely on the phone and of course that would have muted him as well.

 

Since this was their very first webinar the moderator never thought that simply having the presenter dial in as an attendee would be an issue. Obviously a lesson well learned and never repeated.

 

But it's not what this company didn't do that is the point of this post, it is what they did to recover from this that set them apart.

 

Despite numerous attempts to get this person's attention and get him to mute his line, it quickly became clear the only solution was to stop the webinar. Since there was only 10 minutes left, it didn't make sense for everyone to have to hang up and redial back in, this time with the presenter able to mute all.

 

Instead, the moderator apologized profusely, ended the webinar immediately, and made a promise to make it up to everyone.

 

Here is exactly how the XYZ Company did that:

  1. They called each and every attendee and personally apologized for the disruption
  2. They sent out an email with an invitation to a live "encore" presentation to be held within 2 days
  3. They automatically entered all attendees into a contest, giving away a new iPad2 at the end of the encore presentation to one lucky winner
  4. They also offered a comprehensive, on-site technology cost-audit, no matter where the customer was located - all at no charge

 

The good-will the XYZ Company generated by their actions as a result of this disaster did more than any webinar content ever could in building a positive lasting impression.

 

So often we hear about companies who seek to hide or flat out deny obvious product or service glitches, but in this case, the XYZ Company turned what was a total disaster into an incredible opportunity to build both trust and value.

 

By the end of the encore webinar, some that attended were ready to buy.

 

Many that didn't buy either complimented the XYZ company to other colleagues and/or sent complimentary emails to the XYZ Company directly. Some even blogged about the experience, including me.

 

The original webinar was meant to communicate how great the XYZ company is. But it was the actions they took after the disaster that proved it.

 

ACTIONS MAKE THE BEST CONTENT

 

Chances are, you may never have to expereience anything like this, but I encourage you to actually embrace disasters if and when they occur.

 

Social Media highlights a whole host of horrible experiences, which is why so many companies are reluctant to jump in. They are afraid of negative comments, creating negative publicity. But if actions really do make the best content, then what a perfect place to actively look for opportunities to build trust, in part by repairing trust in front of others.

 

Steve Kellogg

-Demand Generation/Marketing Automation Consultant, Astadia

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To help answer this question, we (Astadia) recently had a chance to reconfirm initial tests we performed several years ago, but with some interesting new results.

 

We wanted to know:

 

  • How many webinar invitations do people ignore before finally signing up?
  • How many webinar invitations will people tolerate receiving before unsubscribing?
  • How long or how soon before the webinar do invitation(s) work best in generating registration signups?

 

Here are the results:

 

  • 2 weeks out = 21 submissions – Subject Line: Register Today
  • 1 week out = 55 submissions - Subject Line: There’s Still Time to Register
  • 3 days out = 34 submissions-- Subject Line: Last Chance to Register
  • 1 day out = 37 submissions -- Subject Line: You Have 24 Hours Left to Register
  • Day of Webinar = 46 submissions -- Subject Line: You Have 30 Minutes Left to Register

 

Key Takeaways:

  • 19% of registrants waited until the day before the webinar to register
  • 24% of registrants waited until the day of the webinar to register
  • 43% in total waited to within 24 hours of the webinar to register
  • Adding urgency to the Subject Line increases conversion
  • There was no spike in unsubscribes whatsoever throughout the entire invitation process

 

While these results only reflect what worked best for this particular client, I'd love to hear what metrics you have captured and what timing is working best for you.

 

The client was apprehensive about sending out so many invitation emails, but in this case it really paid off.

 

Steve Kellogg

Eloqua Certified Marketing Best Practices Consultant

Astadia

 

NOTE: We were unable to test invitations sent further than 2 weeks out as the webinar content didn't get finalized until then.

Ever wonder just how many MQLs you'll need to generate in order to meet the revenue goals of your CEO?

 

Do you know how many Sales Accepted Leads will you need to generate?

 

These and other questions can be answered in less than a minute using the attached handy dandy Revenue Goal Funnel Calculator. It basically works the funnel backwards for you, so you can see just what it will take to meet your revenue goals at each stage of the funnel.

 

Simply fill in the fields in yellow and see the results instantly!

 

To get accurate numbers, you will need the following:

 

  • The overall revenue goal set by the CEO
  • Your average revenue per deal
  • Your company's conversion rate at each stage of the funnel.

 

Playing with the conversion rates is extremely insightful and makes it easy to pinpoint where in the funnel you should focus your conversion improvements.

 

Give it a spin! It beats napkin math!

 

To download the spreadhseet, click on the attachment below my signature.

 

Steve Kellogg

Eloqua Certified Best Practices Consultant

Crowds2Crowds.blogspot.com

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